Styrian Eyeglass Care Pioneer Conquers the US Market

The Eyeshaker products from Eyeworks GmbH originate from Rosental, Styria, and combine functional eyeglass care with high-quality design. All product development, packaging, marketing, and sales are centrally managed in Austria — and successfully so: The innovative eyeglass cleaner is already in use in twelve European countries and is enjoying growing popularity.

Now comes the next big step: expansion into the USA. After the start of a cooperation with Amazon USA and the launch of a Summer Edition, delays were initially expected – partly due to new customs regulations. However, the market entry has now begun, and the team around CEO Andreas Lasnik aims to specifically tap into the American market. The Eyeshaker – a compact, power-free cleaning system – meets a lifestyle-savvy target group there and fills a market gap between eyeglass cleaning cloths and ultrasonic devices.

A central step on the path to market development was the submission of the Internationalization Check USA in 2024. As part of this project, the company received individual funding consulting from ICS funding consultant Marion Kikinger. Goal: to conquer the US market with an eye on the American lifestyle, gain new sales partners, and prepare local distribution.

“For us, the Internationalization Check was a great kick-off for entering the US market.”

Andreas Lasnik, CEO Eyeworks GmbH

The strategy involves offering the Eyeshaker through selected sales partners in the USA. For this purpose, samples are being sent, trade fair appearances – such as in San Diego and Las Vegas – are being prepared, and marketing materials are being produced. Aspects such as customs clearance and international taxes are also on the agenda. In parallel, a requested digital marketing grant supports the planned online campaigns.

Behind Eyeshaker are Martin and Andreas Lasnik – two brothers with a clear vision: effective and stylish eyeglass care for everyone. The idea arose from daily optician work – with the goal of gently and thoroughly cleaning not only lenses but also hard-to-reach areas like frames and nose pads.

The collaboration with the ICS and the associated funding was a decisive step for Eyeworks: It not only provided the company with financial support but also expert guidance and access to international networks. Thus, Eyeshaker “made in Styria” brings its holistic eyeglass care as a new quality feature to the American market — demonstrating how an Austrian idea can achieve global success.